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Next Generation Google Analytics: Smarter measurement = smarter marketing

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This presentation is by Dara Fitzgerald, head of Insight at Fresh Egg, and was delivered at the September 2013 session at BrightonSEO. This provides a look into the new 'Universal Analytics' and other new features of Google Analytics, with some ideas on how to make the most of what they have on offer.

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Next Generation Google Analytics: Smarter measurement = smarter marketing

  1. 1. Next Generation Google Analytics: Smarter measurement = smarter marketing. Dara Fitzgerald Head of Insight www.freshegg.com 0845 373 1077
  2. 2. What are we doing wrong? • Not every visit is equal, so why do we treat them like they are? • Users don’t just visit once and convert so why do we act like they do? • Customers don’t only convert once so why do we measure them like they do? • Why are we so obsessed with the last click?
  3. 3. Session siloes. Visit 1
  4. 4. Session siloes. Visit 1 Visit 2
  5. 5. Session siloes. Visit 1 Visit 2 Visit 2Visit 3
  6. 6. Multi-channel customer journey. Sale is credited back to last source – model is flawed! Last click 100% Introducer 0% Influencers 0%
  7. 7. Offline purchases. Online Telephone Store First purchase Second purchase Third purchase
  8. 8. Multi-device environment. A single user Tracked as 3 visits from 3 visitors!
  9. 9. How can we do it better? • User segmentation for multi-session analysis • Universal Analytics for offline data and life-time value • Attribution for more credit smarter marketing • Remarketing for the ones that got away
  10. 10. User segmentation. [visit]
  11. 11. User segmentation. £30 £30 [Visit: Rev > £25]
  12. 12. User segmentation. £30 £20 £50
  13. 13. User segmentation. [visitor]
  14. 14. User segmentation. £30 [User: Rev ≥ £100] £30 £20 Which user segments are more valuable over multiple sessions? £50
  15. 15. Universal Analytics.
  16. 16. Universal Analytics.
  17. 17. • Improve lead generation: Sync offline and online data • Define your own dimensions & custom metrics • Track users more reliably across multiple devices • Use the Measurement Protocol to push data to GA from any internet enabled device >>> Universal Analytics.
  18. 18. Measurement Protocol.
  19. 19. Multi-Channel Funnels.
  20. 20. Multi-Channel Funnels. Non-brand contribution
  21. 21. Attribution Modelling Tool. Linear Credit split evenly across the entire conversion path. Time Decay Credit reduces back from the point of conversion. Position Based First & last click heavily weighted; remainder split in the middle.
  22. 22. Remarketing via GA.
  23. 23. Remarketing via GA.
  24. 24. • Trial Universal Analytics – this is in BETA so more to follow! • Analyse cross-session behaviour with user segmentation • Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution • Run remarketing campaigns based on visitor data from GA • Start the move from single visit metrics to Lifetime Value Summary.
  25. 25. A final thought… Courtesy of www.notprovidedcount.com
  26. 26. And a quick plug… Come to the Fresh Egg stand to register for a free beta trial of the not provided tool.
  27. 27. Thank You! Dara Fitzgerald Head of Insight www.freshegg.com 0845 373 1077

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